Wavemaker rebrands with focus on ‘provocative planning’

‘The New Wavemaker’ brand, includes a new Global Operating System, modular planning process and a brand refresh

Wavemaker has rebranded itself with an evolved proposition, product and attitude as well as a new visual identity. The rebrand, which the agency calls ‘The New Wavemaker’, includes a new Global Operating System, modular Planning Process and a brand refresh, all designed to bring the new positioning of Positive Provocation to life.

Global CEO Toby Jenner commented, “Growth models of the past will not serve the future. Established approaches and traditional thinking are being exploded in every sector, in every market. Exceptional growth now requires uncomfortable change. This change demands courage, from our clients and from our people. Wavemaker understands this, we must live our name which reflects a provocative, even fearless attitude.”

Since Toby Jenner stepped into the role in September 2019, he has among others appointed Ruth Stubbs as EMEA CEO and named Alastair Bannerman, Anna Hickey and Alex Altman Global Client Presidents. Wavemaker has also recently announced a series new client wins, including Huawei, AXA, Pernod Ricard, Rappi and the retention of Chevron in North America and Asia Pacific.

MENA CEO, Rabe Iyer commented “All clients admire positive provocation. It is integral to our relationship with them where we take part in identifying growth challenges through thought provoking questions. Consistent approach to this will lead us to fearless growth. I am excited about the ‘New Wavemaker’ proposition, planning product and visual identity. We’ve had a fantastic recent past with a slew of wins and this new approach and energy will help us uncover even better ways to grow our clients’ business.”